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						<h1>做产品用得上的7个心理学理论</h1>
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							<span>2017-09-12 15:56:58</span>
							<div class="right"><span>由 admin 发表</span></div>

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						<div><p>心理学理论在产品设计、营销、管理等等方面的应 用极其广泛，留心学习这些知识，除了偶尔提升个人装逼技能外。在本文中，我罗列了自己最近接触到的 7 个心理学知识，或许能给你一些启发。</p><p><br/></p><center><center><img class="attachment-full size-full imgload" data-original="http://img.yixieshi.com/wp-content/uploads/2016/12/1480857232-2077-vomJzCawe8a0g8KCZyrR.png?imageView2/2/w/680/h/320" sizes="(max-width: 680px) 100vw, 680px" srcset="http://img.yixieshi.com/wp-content/uploads/2016/12/1480857232-2077-vomJzCawe8a0g8KCZyrR.png?imageView2/2/w/680/h/320 680w, http://img.yixieshi.com/wp-content/uploads/2016/12/1480857232-2077-vomJzCawe8a0g8KCZyrR-220x104.png 220w" alt="1480857232-2077-vomJzCawe8a0g8KCZyrR" width="680" height="320" data-tag="bdshare" class="imgloading" height="200" data-original="http://img.yixieshi.com/wp-content/uploads/2016/12/1480857232-2077-vomJzCawe8a0g8KCZyrR.png?imageView2/2/w/680/h/320" style="max-width: 100%; object-fit: none; height: auto; display: inline;"/></center></center><p><br/></p><p>　　1. 认知失调</p><p>　　认知失调是用来描述在同一时间有着两种相矛盾的想法，因而产生了一种不甚舒适的紧张状态。更精确一点来说，是两种认知中所产生的一种不相容的感觉，这里的“认知”指的是任何一种知识的型式，包含看法、情绪、信仰，以及行为等。</p><p>　　应用：避免与用户的认知冲突。</p><p>　　案例：亚马逊购物车中的商品价格发生变化时(无论升价还是降价了)，都会会及时提醒用户。</p><p><br/></p><center><center><img class="attachment-full size-full imgload" data-original="http://img.yixieshi.com/wp-content/uploads/2016/12/1480857233-5588-ux70kb3F9TZExxLha5gz.png?imageView2/2/w/1071/h/237" sizes="(max-width: 1071px) 100vw, 1071px" srcset="http://img.yixieshi.com/wp-content/uploads/2016/12/1480857233-5588-ux70kb3F9TZExxLha5gz.png?imageView2/2/w/1071/h/237 1071w, http://img.yixieshi.com/wp-content/uploads/2016/12/1480857233-5588-ux70kb3F9TZExxLha5gz-768x170.png 768w, http://img.yixieshi.com/wp-content/uploads/2016/12/1480857233-5588-ux70kb3F9TZExxLha5gz-220x49.png 220w" alt="1480857233-5588-ux70kb3F9TZExxLha5gz" width="1071" height="237" data-tag="bdshare" class="imgloading" height="200" data-original="http://img.yixieshi.com/wp-content/uploads/2016/12/1480857233-5588-ux70kb3F9TZExxLha5gz.png?imageView2/2/w/1071/h/237" style="max-width: 100%; object-fit: none; height: auto; display: inline;"/></center></center><p><br/></p><p>　　亚马逊购物车页面的提醒</p><p>　　2. 认知偏差</p><p>　　认知偏差 有好多种。这里说一个我举得上例子的——沉没成本谬误：</p><p>　　由于先前已在某事上投资很多，即使新证据显示那是不好的选择，仍倾向于加重投资。</p><p>　　应用：降低用户的转移成本。</p><p>　　案例：苹果公司的「转移到 iOS」功能，让过往安卓用户便利地将通讯录、信息历史记录、相机照片和视频、Web 书签、邮件帐户、日历以及一些 App 转移到新的 iOS 设备中。</p><p><br/></p><center><center><img class="attachment-full size-full imgload" data-original="http://img.yixieshi.com/wp-content/uploads/2016/12/1480857234-3595-H52P6VixAHLXM42EXllx.png?imageView2/2/w/1133/h/790" sizes="(max-width: 1133px) 100vw, 1133px" srcset="http://img.yixieshi.com/wp-content/uploads/2016/12/1480857234-3595-H52P6VixAHLXM42EXllx.png?imageView2/2/w/1133/h/790 1133w, http://img.yixieshi.com/wp-content/uploads/2016/12/1480857234-3595-H52P6VixAHLXM42EXllx-768x535.png 768w, http://img.yixieshi.com/wp-content/uploads/2016/12/1480857234-3595-H52P6VixAHLXM42EXllx-215x150.png 215w" alt="1480857234-3595-H52P6VixAHLXM42EXllx" width="1133" height="790" data-tag="bdshare" class="imgloading" height="200" data-original="http://img.yixieshi.com/wp-content/uploads/2016/12/1480857234-3595-H52P6VixAHLXM42EXllx.png?imageView2/2/w/1133/h/790" style="max-width: 100%; object-fit: none; height: auto; display: inline;"/></center></center><p><br/></p><p>　　3. 损失规避</p><p>　　人们面对同样数量的收益和损失时，认为损失更加令他们难以忍受。同量的损失带来的负效用为同量收益的正效用的2.5倍。</p><p>　　应用：提供用户免费试用或限免促销的机会，增大售卖几率。最常见的莫过于各种折扣券的使用，还有这两天的黑五!</p><p>　　案例：前不久亚马逊在国内推出 Prime 会员服务，就提供了免试 30 天服务机制。</p><p><br/></p><center><center><img class="attachment-full size-full imgload" data-original="http://img.yixieshi.com/wp-content/uploads/2016/12/1480857235-8332-4F4kA53oRa3lBRnvhbmt.png?imageView2/2/w/1240/h/626" sizes="(max-width: 1240px) 100vw, 1240px" srcset="http://img.yixieshi.com/wp-content/uploads/2016/12/1480857235-8332-4F4kA53oRa3lBRnvhbmt.png?imageView2/2/w/1240/h/626 1240w, http://img.yixieshi.com/wp-content/uploads/2016/12/1480857235-8332-4F4kA53oRa3lBRnvhbmt-768x388.png 768w, http://img.yixieshi.com/wp-content/uploads/2016/12/1480857235-8332-4F4kA53oRa3lBRnvhbmt-220x111.png 220w" alt="1480857235-8332-4F4kA53oRa3lBRnvhbmt" width="1240" height="626" data-tag="bdshare" class="imgloading" height="200" data-original="http://img.yixieshi.com/wp-content/uploads/2016/12/1480857235-8332-4F4kA53oRa3lBRnvhbmt.png?imageView2/2/w/1240/h/626" style="max-width: 100%; object-fit: none; height: auto; display: inline;"/></center></center><p><br/></p><p>　　亚马逊 Prime 会员介绍页</p><p>　　4. 互惠原理</p><p>　　适当给予人们好处，人们也会适当地回报你。</p><p>　　应用：欲将取之，必先予之。</p><p>　　案例：国外一个原型设计工具 UXPin 就推出了很多关于产品设计的 电子书，你可以随意下载阅读，只要提供电子邮箱就行。有了你的邮箱之后，就可以安利你使用他们家产品啦。</p><p><br/></p><center><center><img class="attachment-full size-full imgload" data-original="http://img.yixieshi.com/wp-content/uploads/2016/12/1480857237-5788-6Q52G4CfdVHX7Vpnqv58.png?imageView2/2/w/1240/h/775" sizes="(max-width: 1240px) 100vw, 1240px" srcset="http://img.yixieshi.com/wp-content/uploads/2016/12/1480857237-5788-6Q52G4CfdVHX7Vpnqv58.png?imageView2/2/w/1240/h/775 1240w, http://img.yixieshi.com/wp-content/uploads/2016/12/1480857237-5788-6Q52G4CfdVHX7Vpnqv58-768x480.png 768w, http://img.yixieshi.com/wp-content/uploads/2016/12/1480857237-5788-6Q52G4CfdVHX7Vpnqv58-220x138.png 220w" alt="1480857237-5788-6Q52G4CfdVHX7Vpnqv58" width="1240" height="775" data-tag="bdshare" class="imgloading" height="200" data-original="http://img.yixieshi.com/wp-content/uploads/2016/12/1480857237-5788-6Q52G4CfdVHX7Vpnqv58.png?imageView2/2/w/1240/h/775" style="max-width: 100%; object-fit: none; height: auto; display: inline;"/></center></center><p><br/></p><p>　　UXPin 获取免费电子书的页面</p><p>　　5. 目标梯度效应</p><p>　　人们越接近目标，就越有动力，行动也越快。</p><p>　　应用：让用户更显而易见地知道自己快完成某个目标。</p><p>　　案例：Quora 会在首页告诉你，你已经搞定了哪些步骤，还剩几项就能圆满完成。其实，应用这个心理效应的非游戏类产品莫属：还差 20 个金币你就能升级装备啦!</p><p><br/></p><center><center><img class="attachment-full size-full imgload" data-original="http://img.yixieshi.com/wp-content/uploads/2016/12/1480857238-9777-zJzVxe6czwL4V48R5onk.png?imageView2/2/w/1140/h/420" sizes="(max-width: 1140px) 100vw, 1140px" srcset="http://img.yixieshi.com/wp-content/uploads/2016/12/1480857238-9777-zJzVxe6czwL4V48R5onk.png?imageView2/2/w/1140/h/420 1140w, http://img.yixieshi.com/wp-content/uploads/2016/12/1480857238-9777-zJzVxe6czwL4V48R5onk-768x283.png 768w, http://img.yixieshi.com/wp-content/uploads/2016/12/1480857238-9777-zJzVxe6czwL4V48R5onk-220x81.png 220w" alt="1480857238-9777-zJzVxe6czwL4V48R5onk" width="1140" height="420" data-tag="bdshare" class="imgloading" height="200" data-original="http://img.yixieshi.com/wp-content/uploads/2016/12/1480857238-9777-zJzVxe6czwL4V48R5onk.png?imageView2/2/w/1140/h/420" style="max-width: 100%; object-fit: none; height: auto; display: inline;"/></center></center><p><br/></p><p>　　Quora 在首页侧边栏告诉你已经完成了什么</p><p>　　6. 社会认同</p><p>　　当自己不好判断或无法判断时，总是倾向于认同群体的选择。</p><p>　　应用：让用户知道已经有不少用户信赖你的产品，从而增强使用/购买信心。</p><p>　　案例：拿我最喜欢的一个案例——Basecamp 来说吧。在其官网上， Basecamp 毫不客气地放出了 上千条客户评价，实在令人敬佩。</p><p><br/></p><center><center><img class="attachment-full size-full imgload" data-original="http://img.yixieshi.com/wp-content/uploads/2016/12/1480857239-8753-TNi8Q0Mozc39veZrmK5p.png?imageView2/2/w/1240/h/667" sizes="(max-width: 1240px) 100vw, 1240px" srcset="http://img.yixieshi.com/wp-content/uploads/2016/12/1480857239-8753-TNi8Q0Mozc39veZrmK5p.png?imageView2/2/w/1240/h/667 1240w, http://img.yixieshi.com/wp-content/uploads/2016/12/1480857239-8753-TNi8Q0Mozc39veZrmK5p-768x413.png 768w, http://img.yixieshi.com/wp-content/uploads/2016/12/1480857239-8753-TNi8Q0Mozc39veZrmK5p-220x118.png 220w" alt="1480857239-8753-TNi8Q0Mozc39veZrmK5p" width="1240" height="667" data-tag="bdshare" class="imgloading" height="200" data-original="http://img.yixieshi.com/wp-content/uploads/2016/12/1480857239-8753-TNi8Q0Mozc39veZrmK5p.png?imageView2/2/w/1240/h/667" style="max-width: 100%; object-fit: none; height: auto; display: inline;"/></center></center><p><br/></p><p>　　Basecamp 的客户评价</p><p>　　7. 拟人论</p><p>　　拟人论是一种拟人法(或称「智慧体化」)的使用，将人类(或称「智慧体」)的形态、外观、特征、情感、性格特质套用到非人类的生物、物品、自然或超自然现象(或称「非智慧体」)。</p><p>　　应用：使产品更具智慧特征。我一直认为，使用产品就是与产品对话的过程，这个过程是否自然、贴切，会影响用户对产品的感觉如何。</p><p>　　案例：Mailchimp 的吉祥物想跟你 High Five (击掌)。如果你击掌次数多了，它的手掌就会开始变红。</p><p><br/></p><center><center><img class="attachment-full size-full imgload" data-original="http://img.yixieshi.com/wp-content/uploads/2016/12/1480857240-9262-Ky5bThIcg8CRbf1gZliT.png?imageView2/2/w/1240/h/402" sizes="(max-width: 1240px) 100vw, 1240px" srcset="http://img.yixieshi.com/wp-content/uploads/2016/12/1480857240-9262-Ky5bThIcg8CRbf1gZliT.png?imageView2/2/w/1240/h/402 1240w, http://img.yixieshi.com/wp-content/uploads/2016/12/1480857240-9262-Ky5bThIcg8CRbf1gZliT-768x249.png 768w, http://img.yixieshi.com/wp-content/uploads/2016/12/1480857240-9262-Ky5bThIcg8CRbf1gZliT-220x71.png 220w" alt="1480857240-9262-Ky5bThIcg8CRbf1gZliT" width="1240" height="402" data-tag="bdshare" class="imgloading" height="200" data-original="http://img.yixieshi.com/wp-content/uploads/2016/12/1480857240-9262-Ky5bThIcg8CRbf1gZliT.png?imageView2/2/w/1240/h/402" style="max-width: 100%; object-fit: none; height: auto; display: inline;"/></center></center><p><br/></p><p>　　Mailchimp 吉祥物的 Hiht Five，来源：Little Big Details</p><p>　　忘了哪位前辈说过，要做好产品，除了商业、设计、技术之外，心理学方面的知识也绝对不可忽略。这也是为什么许多产品大神的书单里都推荐《乌合之众》、《影响力》之类的书籍吧。更懂人性，才能做更优秀的产品。</p><p><br/></p><div id="metinfo_additional"></div></div>

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